Tiffany & Co is bringing its New York personality to Singapore by creating a ‘Breakfast at Tiffany’s’ inspired collaboration with a local bakery, all in the name of promoting its new collection ‘Paper Flowers’.
Two locations in Singapore will be serving coffee from a ‘Tiffany Blue’ cart, one at popular hipster spot Tiong Bahru Bakery and one at Ion in Orchard, a high traffic shopping location.
Erica Kerner, VP of marketing and communications, said: “The activation is part of our larger brand campaign that is running throughout Singapore and right now in cinema’s across the island. The campaign features Elle Fanning and A$AP Ferg with the remixed soundtrack of Moon River from the Breakfast at Tiffany’s film. The campaign is also launching our newest jewelry collection – Tiffany Paper Flowers.”
In order to heighten social amplification of the event, those who post a photo of the coffee cart with the hashtags #tiffanypaperflowers and #tiongbahrubakery, get a free Tiong Bahru Bakery croissant and a coffee.
The visuals of the campaign, by Iris Singapore and Tiffany & Co, takes on the jewellery range theme of ‘Paper Flowers’, with the experiential locations decorated with the brand’s signature colour, as well as bodegas filled with paper flowers.
“The campaign was inspired by our new campaign launch event in New York where we took over key spots in New York City with Tiffany Blue Takeovers. We had blue takeover all of our social media sites and also appear in unexpected places throughout the city like famous NY coffee carts, bodegas, taxis, the subway, traffic lights, phone boxes, etc… When we looked to do something in Singapore we wanted to do something in the same spirit but knowing we didn’t have these same types of NY icons we thought the same spirit would be to do something in one of Singapore’s famous neighbourhoods. Tiong Bahru was a natural choice and Tiong Bahru bakery – the perfect partner to deliver a NY coffee and croissant. I think it created a very special moment for the brand in Singapore but still maintaining our New York roots and spirit,” added Kerner.
To promote the campaign, Tiffany & Co has also enlisted the help of local celebrities and influencers, who will help launch the new range to Singaporean shoppers on September 1.
